The 21st of March 2016 was declared as the international day against racism. As a brand that has never been afraid of controversy, we decided to add some fuel to the conversation.
So on that day, we removed the colour from our channel, turning it into a platform to talk about race and racism. #LETSTALKCOLOUR appeared on all content, all day, and a ticker tape was added to out broadcast to air our audience’s views in real time.
For the 21st of March, all advertising was removed from the channel and replace with unique interviews of out audience letting them share their opinions and views and ways to unite.
Unique idents were also created to fuel the conversation.
With 21.8 million twitter impressions on the day, we got a nation talking about race and colour, discussing ways to make things better for all.
And our global conversation continues.
Cannes Lions Shortlist 2016

MTV Africa (Dillon Khan, Spencer Mparutsa, Chris Wilson)

Ogilvy & Mather Johannesburg
Gloo@Ogilvy Johannesburg

Chief Creative Officer:
Pete Case

Executive Creative Directors:
Matthew Barnes, Mariana O’Kelly

Creative Directors:
Fred Cilliers, Charles Pantland, Terry MckennaArt 

Art Directors/Designers:
Michael Zulu, Marina Le Roux, Henry Pieterse, Nikita Gemeliaris, Titus Bogatsu, Fraternity Mathabatha, Brent Streeter, Kyle Bowman, Brad Delacoliniere, Agi Masekela, Bheki Mavuso, Kiara Pandaram, Nonhlanhla Mkwanazi, Cecile Brits, Anneke Jacobs, Gregory King

Lizell van der Westhuizen, Ntando Msibi

Business Director/Account Director:
Shannon Gahagan, Steph De Raedt

Marina Le Roux, Henry Pieterse, Nikita Gemeliaris, Jared Gower, Titus Bogatsu

Batandwa Alperstein, Visual Content Gang

Social Media Manager:
Lizell van der Westhuizen

Media Buyer:
Matthew Watson
MTV #LetsTalkColour